Toasted Mallows for Toasty Days
Hot hot hot. Memorial day, and the mercury is rising.
As you probably learned the day you left a Hershey bar out on your dashboard, heat and humidity are not kind to candy. Many candy factories essentially shut down over the summer before the days of artificial “climate control.” The enterprising candy maker looked for items that would weather the weather (har har): something that wouldn’t melt or get sticky or fall apart when the temperature rises.
Here’s a 1907 ad for Toasted Mallows, a hot-weather specialty:
“When the Mercury Goes Up, Toasted Mallows Go Down.” Not bad for a candy slogan.
Toasted Mallows are marshmallows coated in toasted cocoanut. I love the funny “toasted mallow” character at the top. He looks a little like an oversized shredded wheat biscuit.
The ad copy reads
Here’s a lot of profit and candy goodness for your trade worth investigating. A summer confection that thrives when the temperature hovers in the nineties.
What really caught my eye in this ad was the photo of the young people eating the candy. This is an unusual image for the advertising of the day, most of which relies on hand drawings rather than photos. Who are these boys and girls? I imagine they might actually be employees of the Darby Candy Company. Or perhaps, given that they all seem about the same age, these are students who got a lucky chance to eat some candy in exchange for posing for this photo.
These shaggy looking treats are pretty plain by our candy standards. Today you can still buy “Toasted Mallows” or “Toasted Coconut Marshmallows” as a specialty confectionery item, although they seem more popular in Canada and Australia than in the U.S. Kraft makes a “Jet-Puffed Marshmallow” with toasted coconut. But it’s not the kind of thing you see flying off the shelves, at least not in any of the places I know. In fact, until I was researching this post I didn’t know of the existence of this product.
This bag puzzles me. I think I would find this bag in the grocery store and not really know what to do with the contents. Do you just eat it out of the bag? Or do you do something else with it? For the Darby girls and boys, Toasted Mallows was clearly a candy. But this Kraft bag poses the mystery of the marshmallow: is it candy? or is it some other kind of grocery item?
Source: 1907 ad for the Darby Candy Company of Baltimore, Maryland appeared in Confectioners Journal.